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Intelligent Choice Campaign. IntelliChoice Partnership with Lexus. For 15 years, IntelliChoice published the award-winning annual, The Complete Car Cost Guide — a look at how all seven costs of ownership impact the total cost of a vehicle.
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IntelliChoice Partnership with Lexus • For 15 years, IntelliChoice published the award-winning annual, The Complete Car Cost Guide — a look at how all seven costs of ownership impact the total cost of a vehicle. • While there is much to consider when buying a luxury vehicle, when you add these costs up, it is plain to see why IntelliChoice has rated the Lexus IS, ES, RX, and even LS, with the lowest cost of ownership in their class. • By leveraging these accolades through the Lexus/IntelliChoice partnership, helpful tools are provided that may put the practical side of the shopper’s mind at ease as they settle into the Lexus they’ve been dreaming about.
Marketing strategy • Promote IntelliChoice / Lexus accolades such as “best overall value” • National and LDA Advertising campaign from Mid September to November 26. • Story told via TV spots, on-line banners, email blasts, radio, print ads and point of sale • Designed to help consumers make the intelligent choice when purchasing a vehicle. • Motivate shoppers who are delaying purchase to re-consider buying now. • In these uncertain times persuade intelligent shoppers that Lexusis the smartest choice.
Pure Logic Shoppers 22% Rational Indulgers 58% Pure Passion Shoppers 20% INTELLIGENT CHOICE: SHOPPER OVERVIEW • Logic Shoppers – the pragmatic • Passion Shoppers – driven by emotion • Rational Indulgers –majority are discerning affluents whose desire for luxury is driven by emotion, but who need to justify their purchases with reason.
WHAT THIS MEANS FOR US NOW…. • Lexus owners regard themselves as “smart” • Lexus consumers are Rational Indulgers who are driven by emotion, but who also need to rationalize their purchases • In this soft economy, the need for rationalization with quality and value is heightened • Stay focused on building the overall value equation
Seven costs of Ownership • Resale Value about 44% • Fuel about 24% • Insurance about 13% • Finance about 13% • Maintenance about 3 - 4% • Reliability about 2 – 3 % • Taxes and fees about 1 %
Resale Value • The amount the vehicle is worth when sold at some point in the future. Represents largest cost of ownership.
Fuel costs • Lexus engines deliver maximum performance with the minimum amount of fuel. • 2nd. Largest cost of ownership. • www.fueleconomy.gov
Reliability • A vehicles reliability is based on the number of problems experienced over a certain time period. • Customers can depend on Lexus for unsurpassed dependability and reliability.
Insurance • 13% of total vehicle ownership costs. • Features which reduce the risk of accidents can reduce overall insurance costs. • Lexus vehicles provide a rich offering of such features: • Airbags • Daytime running lights • ABS • Theft deterrent and engine immobilizer systems • Tire pressure monitoring system • Adaptive Front Lighting system • Rear backup camera • Pre-collision system • Lexus Link
The IntelliChoice Best Overall Values of the Year for 2008 identifies the vehicles with the best total costs to own and operate a vehicle for the first five years of ownership. Selected from over 1,900 2008 model-year domestic and import vehicles, the BOVY awards recognize the best car values by class. IntelliChoice's Best Overall Values of the Year awards reflect the only data-driven automotive analysis focused solely on recognizing vehicles that will cost significantly less to own than other vehicles in its class.
Best Overall Value 2008 ES350 2008 RX350 2008 RX400h 2008 GX470
2008 Motorist Choice Awards • Winning vehicles were identified by merging owner satisfaction data from AutoPacific's survey of new car and light truck buyers and IntelliChoice's empirical Cost of Ownership data. The result is a new measurement - one that represents vehicle ownership satisfaction and overall ownership costs. • By combiningIntellChoice's proprietary Cost of Ownership data with AutoPacific's comprehensive new vehicle survey data, the Motorist Choice Awards turns attention to the top 28 vehicles in the market that reward their drivers with outstanding economic and emotional rewards over the time of ownership.
Aspirational Luxury Car Luxury Crossover SUV Luxury Midsize Car Premium Luxury Car Lexus IS250 AWD Lexus IS250 RWD Lexus IS250 MT Lexus IS350 RX350 RWD, AWD ES350 LS460 Lexus Motorist Choice Awards
2008 SmartChoice Lowest Fuel Costs Award Winners Which cars have the best gas mileage? As part of our annual ownership cost analysis, IntelliChoice has identified the cars in each class with the best fuel economy. • Best Luxury Crossover: Lexus RX400h • Best Luxury Sport Sedan: Lexus GS450h
INTELLIGENT CHOICE TELEVISION IS “Nozzle” ES “Eye Test” RX “Rearrange”
INTELLIGENT CHOICE : lexus.com/IntelligentChoice • TV and print advertising will be tagged with lexus.com/IntelligentChoice • URL redirect from lexus.com/IntelligentChoice to YourLexusDealer.com • The site will play off the advertising by: • Providing the consumer more detail behind the 7 Costs of Ownership • Information about the recent IntelliChoice Awards received by Lexus • Call-to-action : Find a Lexus Dealer (by entering zip code)
INTELLIGENT CHOICE : Lexus.com/IntelligentChoice IntelliChoice Awards Downloadable PDF *Consumers are able to click on the circled image above and directly download a PDF of Lexus IntelliChoice Awards
POINT OF SALE: BROCHURE • Key Advantages for In-Dealership Brochure: • Customer Takeaway • Notes Page for Research • Space for Dealer Amenities • Differentiate from the Competition
